Brief: To bring the Avant Garde to life in the digital age for DS
Client: DS Automobiles
Media: Experiential, Social Media.
Launched: December 2015
Idea: Digital Light Painting
In the spirit of Avant Garde we wanted to experiment with this technique ourselves for DS automobiles.
In true Avant Garde spirit, the aim was to make art which was not only beautiful, but experimental, so we created a light painting experience at Westfield for DS, an experience which allowed ordinary people to create art from movement and light.
Originating in France in 1889, this type of photographic technique was discovered by Etienne-Jules Marey and Georges Demeney. Studying the movements of humans and animals, they developed a photography technique which resulted in beautiful 'light painted' images. This technique inspired others. Gjon Mili took light painting to another level in the 1940’s when he photographed Pablo Picasso painting with light.
In an eclectic mix of old and new, we brought this old light painting technique into the digital age for DS automobiles by providing an experimental experience using this technique. We developed an online gallery of people's light art, curating people's photos by time and date of the experience. The experience proved really popular as people came back with their friends, downloading and sharing their creations via social media straight from the event, or have the image sent to their email. We saw a great response on social media over the Christmas period.
People could share their light-art photos straight from the booth on social media, or visit the site to download their images, which were organised by date and time.